Native Advertising 101:Can Native Ads Work for News Publishers

In the first post of this series, we discussed the framework and
elements which can help evaluate the native ad solutions available in
the market today. Once you have finalized on a partner to power your
native ad needs, you get to the next most important step -
identifying what ad concepts can work for your property.

The beauty of native ads is that they blend seamlessly with the
content. This presents a unique opportunity to present the most
relevant advertisements to a user, depending on the content he is
consuming. Lets consider a news app. Most news publishers have
multiple pages in their apps - national coverage, international
coverage, entertainment, local happenings, etc. Each ad placement on
these individual pages will carry additional value and relevance when
targeted right. Advertisers for electronic products like Samsung can
be assured that their mobile advertising money is being spent right,
if their ad appears amongst the different tiles in the technology
page. Similarly, other brand advertisers for consumer products can
get meaningful impressions when their ad is featured in the lifestyle
pages. While these targeting capabilities have been available
traditionally, with native ads the impact is further amplified -
unlike sticky banners at the top/bottom of the screen, native ads
cannot be ignored. They are a part of the content being consumed.

The following images show a few native ad concepts for news
publishers - a small subset of the whole world of possibilities out
there.